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TVS Star City+ invites people to whistle in appreciation

Conceptualised by McCann Worldgroup India, the new ad film is based on the insight that attractive style makes heads turn and evokes instant appreciation

BestMediaInfo Bureau | Mumbai | April 24, 2015

TVS Star City+ TVC Click on the image to watch the TVC.

Following the relaunch of its flagship commuter motorcycle brand, Star City+, in 2014, TVS Motor Company has launched a second campaign. The campaign, conceptualised by McCann Worldgroup India, will feature a big release on conventional media, including TV, print and outdoor, as well as on the mobile and digital platforms.

A note from the company stated that since its relaunch last year, the marketing objective has been to make the brand synonymous with style. Working on the creative idea of ‘Itna stylish ki seeti toh bajegi apne aap’, the film, featuring brand ambassador MS Dhoni, has people on the street whistling at the bike.

The note added that since whistling as a means of showing appreciation is not exactly considered as prim and proper behaviour, the creative leap was in showing people whistling when one least expected them to do so. To achieve the same, McCann Bangalore, along with Team TVS, has developed the creative idea based on the insight that attractive style makes heads turn and evokes instant appreciation.

Commenting on the campaign, Arun Siddharth, Senior General Manager & Head - Motorcycles, TVS Motor Company, said, “In 2014, we relaunched Star City+ with a new style and superior performance. It was a good success for us with the brand growing in volumes by almost double. Now a year after the launch, we have launched the new Titanium Edition Star City+ to further enhance the style quotient of Star City+. This single minded proposition required a single minded execution idea. McCann has developed the idea, along with TVS Brand Team of style that evinces whistles and nicely bought it to life in this ad.”

Prateek Bhardwaj Prateek Bhardwaj

Prateek Bhardwaj, National Creative Director, McCann Worldgroup India, added here, “TVS Star City+ has been positioned as a bike that’s stylishly superior. The brief from the client was simple – to make style synonymous with StarR City+. The idea is simple too – how a stylishly designed object evokes instant, impulsive reactions of awe and desire. We’re hoping the commercial creates buzz for the brand and takes its market share even higher.”

The TVC:

[youtube]https://www.youtube.com/watch?v=z9ICqVMLKfQ[/youtube]

Credits:

Brand: TVS StaR City+

Company: TVS Motor Company

Creative Agency: McCann Worldgroup

Production house: Storytellers

Info@bestmediainfo.com

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